Knowledge Economic City signed an agreement with BAAN Holding during RECON Dubai to introduce Level 48 family entertainment to Multaqa AlMadinah Mall. The signing marks a significant expansion step for the leisure brand within Madinah. Furthermore, the contract strengthens commercial development at the retail property.
Strategic Agreement at RECON MENA 2026
The lease agreement was finalized during the Retail Congress MENA 2026 event held in Dubai. Group Head of Marketing at BAAN Holding, Ahmed Al-Hassan, and Mall Manager at Knowledge Economic City, Abdulrahman Zolaly, officially executed the document. Consequently, the transaction establishes one of the inaugural public venues for the concept.
“Bringing Level 48 to Multaqa AlMadinah supports our vision to create an integrated lifestyle destination that enhances quality of life in Madinah. Through our partnership with BAAN Holding, we look forward to introducing new family entertainment experiences for residents and visitors.”
Dr. Moath Al-Yahya, Chief Executive Officer of Knowledge Economic City
Features of Level 48 family entertainment
The concept relies on four decades of leisure management expertise established across the region. Specifically, the venue includes immersive zones, interactive attractions, and dedicated social gaming environments. In addition, visitors will have access to skill-based challenges and themed activity areas.
BAAN Holding designed the format as a futuristic entertainment city centered on shared exploration. The addition of Level 48 family entertainment provides new interactive leisure options for local visitors. Therefore, the attraction intends to attract regular multi-generational footfall across operating seasons.
“Partnering with Knowledge Economic City to bring Level 48 to Multaqa Almadinah marks an important milestone in BAAN Holding’s entertainment growth journey. We see strong potential in Madinah as a destination for distinctive leisure and lifestyle experiences.”
Fahad Al-Obailan, Chief Executive Officer of BAAN Holding
Mixed-Use Integration at Multaqa AlMadinah
Multaqa AlMadinah Mall acts as the retail core within a large master-planned urban district. Specifically, the broader development includes commercial office space, open civic plazas, a 390-key Hilton Hotel, and 66 Hilton-branded residential apartments. These components combine work, residential hospitality, and recreational activities in one centralized district.
Knowledge Economic City occupies 6.8 million square meters situated near the Prophet’s Mosque, Prince Mohammed bin Abdulaziz International Airport, and the Haramain High-Speed Rail station. Meanwhile, BAAN Holding oversees diversified assets across Saudi Arabia, Egypt, and the United Arab Emirates in hospitality and retail.
“Level 48 strengthens Multaqa AlMadinah Mall’s entertainment offering and complements our growing retail and dining mix. Its focus on interactive experiences will give families more reasons to visit, spend time together and return.”
Konrad Kolankiewicz, Chief Commercial Officer of Knowledge Economic City
Alignment with Saudi Vision 2030
The partnership supports national programs aimed at expanding domestic recreation and hospitality. Through this long-term agreement, Level 48 family entertainment supports broader national tourism and leisure targets. In addition, the continuous development of commercial real estate bolsters regional economic development across Madinah.
Knowledge Economic City operates as a publicly traded company on the Saudi Exchange under the Economic Cities and Special Zones Authority. Both organizations confirmed that construction and fit-out phases will proceed under the master project delivery timeline.
